Business analysis of Air Deccan (Now Kingfisher Red)

Air transport is the most modern, the quickest and the latest addition to the modes of transport. Because of speed with which airplanes can fly, travel by air is becoming increasingly popular

Air Deccan is a unit of Deccan Aviation Private Limited, India's largest private heli-charter company. With experience and reputation of Deccan Aviation, Air Deccan, the low cost, no frill brand ,was started by Capt. Gopinath, today the Managing Director of Air Deccan, inspired by South West Airlines of America low fare airlines and big success story in aviation industry with an idea to provide total connectivity to all parts of the state, covering even smaller regions.

Air Deccan began its operations on 25th of August,2003 with two ATR 42-320 aircraft. Since then there has been tremendous growth in all dimensions with the implementation of modern technology and systematic and continuous introduction of modern generation aircrafts. Today Air Deccan operates over 54 flights daily to18 destinations across the country. The airline's position of strength is in rock bottom rates and the sole reason for this growth is their effort of providing service of high standards to the customers. The Staff plays a vital role in rendering the finest service from the time one book one's ticket to the time one leaves the airport. It is the staff of Air Deccan who has achieved this success.

Their service to the customers comes from within. Researches have shown that employee satisfaction has great effect on their job performance. Hence Air Deccan is striving to achieve success through higher employee satisfaction which leads to higher productivity.

The study conducted on Job Satisfaction would give the management the knowledge of various factors to be improved on to increase the employee's job satisfaction. The study was conducted using a Questionnaire. Further the study showed that the employees are dissatisfied with the benefits and salary they received. It also indicated that company's communication network has to be improved .etc which are discussed in detail.

[...] Network - Air Deccan large network includes places which are tourism spots, business hub and pilgrimage spots attracting all kinds of customers Remote connectivity: Air Deccan's large network connects metros and smaller cities alike. Networks connect areas which are not connected by other airlines or transportation mode which gives them access to larger market there by pooling in large number of customers. Fleet :Air Deccan's fleet consists of only two types-ATR 42-320 and A320 facilitating of easy switch over to different routes , avoiding wastage of company resource on getting skilled labors and equipments needed for the aircraft helps it to serve better. [...]

[...] Air Deccan Business strategy is simple .Provide services at low cost which helps the company grow , increasing its market size which further helps to bring down the cost of service having economies of scale. The service and simple procedures at Air Deccan has brought in customers in large number. Air Deccan concentrates at a wider market and so provides wide range of services to customer, to choose the one which suits them, like they have 4 different distribution channels on-line booking, tele- booking, travel agencies and ticketing counters fro the convenience of the customer. [...]

[...] These airlines were: Tata Airlines, Indian National Airways, Air service of India, Deccan Airways, Ambica Airways, Bharat Airways and Mistry Airways. At the time of independence Air- India began focusing on international air travel and even entered into an agreement with government to run international services. In early 1948, a joint sector company, Air India International Ltd., was established by the Government of India and Air India (earlier Tata Airline) with a capital of Rs 2 crores and a fleet of three Lockheed constellation aircraft. [...]